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Performance / CPA
Programmatic Unit Economics Modeler
Work from target CPA, deal value, landing page CVR, and win rate to the highest CPM you can responsibly bid.
Unit economics
Enter rates as decimals (0.025 = 2.5%).
$
$
%
Visitors that become a lead
%
Leads that become closed revenue
Max bid CPM
$63
Ceiling before losing money
Breakeven CPM
$720
Safe bid floor
$38
Keeps a 3:1 ratio
Pipeline : spend
11.5x
$2,880 revenue per lead
Economics check out
Healthy economics. You have room to bid up on high-intent inventory and buy premium placements against your ICP.
Max bid CPM sensitivity
How the bid ceiling moves as landing page CVR and target CPA change. Rows are CVR, columns are CPA.
| CVR \ CPA | $125 | $188 | $250 | $313 | $375 |
|---|---|---|---|---|---|
| 1.3% | $16 | $24 | $31 | $39 | $47 |
| 1.9% | $24 | $35 | $47 | $59 | $71 |
| 2.5% | $31 | $47 | $63 | $78 | $94 |
| 3.8% | $47 | $71 | $94 | $117 | $141 |
| 5.0% | $63 | $94 | $125 | $157 | $188 |
What this means for buying
You need roughly 40 clicks per lead at the current conversion rate. Every 0.5pt of landing page CVR is worth more than a bid increase — fix the page before you raise CPMs.
Bid above $63 CPM only on inventory you can prove is in-ICP, such as deterministic account segments or private marketplace deals.